Do you believe these myths about investing in sustainability?

Misconceptions about future-focused strategies

First, let’s build a working idea for the duration of this article.

Investing in sustainability: considering environmental consequences when planning for long-term financial gain and positive impact.

Even though the “green” age is dying (mostly due to the vagueness the phrase projected), sustainability continues to thrive. It means something. Especially to the right people.

It’s pursuing not just efficiency. It’s not just reducing your impact on your surroundings. Instead, it’s creating something positive, generating a net zero impact, and promoting overall wellness. Why just reduce your energy use, when you can also invest in renewables? Why settle with wasting less, when you can also replace what you’ve used?

While sustainability efforts continue to grow across the board, so do the surrounding myths. Any time a word grows exponentially in popularity, it will be bogged down by misconceptions and skepticism.

Do you believe any of these sustainability myths?

People only invest in sustainability to look good

Dedicating yourself to sustainability does have the tradeoff of improving brand image. But, it can be about so much more than that. Sure, there are companies that talk a big talk just to retain customers. But, for those who actually pursue sustainability, it isn’t just about image.

It’s about saving money. Generating a positive impact. And protecting the environment. Yes, you do look good. Yes, you do feel good. But, as long as these aren’t the only reasons for investing, they aren’t bad to consider.

Not to mention the fact that, in the future, sustainability practices will become industry standards. Those who don’t practice them will be left behind at best, and fined at worst.

It sacrifices returns

ROI is important, and in multifamily, a quick ROI is vital. You never know how long you’ll manage a building. The threat of high costs upfront to invest in sustainability for returns that never come or come too late is a concern. But, not a necessary one.

Investing in new technology and renewables can produce a positive financial impact. Along with improving brand image (which draws clientele, which produces revenue), sustainability works alongside efficiency. And efficiency sees returns immediately, as it directly combats operating costs.

Sustainability improves over the long term, but returns can be seen short term as well.

It’s risky

The new presidency and the original collapse of the clean tech bubble in the early 2010s has some spooked. Maybe sustainability isn’t worth it. Maybe traditional resources are the best investment. Maybe it’s better for others to test new tech first.

Don’t let the waters scare you. The clean energy market is growing, and sustainability-related tech continues to grow in popularity as well. Besides that, policy changes are expected to continue to support renewables.

The take home

Investing in sustainability works in the short term, and the long term. It benefits brand, business, and the environment. It’s already being pursued by many, and continues to gain popularity.

So don’t let myths dissuade you. Research. Plan. And invest in something worthy of your effort.